توسعۀ الگوی راهبرد اقیانوس آبی در صنعت بانکداری (مطالعۀ موردی: بانک های خصوصی ایلام)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس‎ارشد مدیریت بازرگانی، دانشگاه ایلام، ایلام، ایران

2 استادیار مدیریت دولتی، دانشگاه ایلام، ایلام، ایران

چکیده

این پژوهش با هدف توسعۀ الگوی راهبرد اقیانوس آبی در صنعت بانکداری به‎شیوۀ کمّی با جهت­گیری کاربردی و رویکرد قیاسی، به‎صورت پیمایش تک‎مقطعی انجام گرفته است. جامعۀ آماری پژوهش، کلیۀ مدیران و کارکنان بانک­های خصوصی ایلام به تعداد 837 نفر در نظر گرفته شد. حجم نمونه از فرمول جامعۀ محدود به‎روش نمونه­گیری تصادفی ساده برابر با 159 نفر به‎دست آمد. ابزار جمع‌آوری داده‌ها پرسشنامۀ محقق‎ساخته بوده است که روایی آن را جمعی از صاحب‎نظران مدیریتی و متخصصان بازاریابی بانکی تأیید کردند و پایایی آن ‎به‎کمک روش آلفای کرونباخ به تأیید رسید. تجزیه‎وتحلیل داده­ها به‎روش تحلیل عاملی تأییدی و معادلات ساختاری انجام گرفت. یافته­ها نشان داد هریک از بانک‎ها باید راهبرد اقیانوس آبی را در چهار اقدام اجرا کند: 1. حذف (بازاریابی پردامنه با رسانه­های فراگیر، تأخیر خدمت‎رسانی و به‎کارگیری واژگان تخصصی در تبلیغ)؛ 2. کاهش (هزینه­های کارکنان، فعالیت­های ناکارآمد و هزینه­های نظارت)؛ 3. افزایش (سهولت در کار، امنیت در رویه­ها، وجهه و اعتبار) و 4. خلق (خدمات نوین بانکی، طبقه­بندی مشتریان و تنوع در خدمات). شایان ذکر است نتایج این پژوهش قابلیت تعمیم به بانک‌های دولتی را ندارد

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Development of Blue Ocean Strategy pattern in Banking Industry (A Case Study of Ilam Of private banks)

نویسندگان [English]

  • Nahid Alizadeh 1
  • Ardeshir Shiri 2
  • Mohammad Taban 2
1 MSc. Business Management, University of Ilam, Ilam, Iran
2 Assistant Prof., Management, University of Ilam, Ilam, Iran
چکیده [English]

The present research is done with the aim of developing blue ocean strategy in banking industry in a quantitative method with practical orientation and comparative approach as a single cross-sectional survey. The population of this research is 837 individuals including all of manager and staff working in city of Ilam’s banks. The sample size, equal with 150 persons is used from formula of restricted society and from random sampling method. The main tool for data collecting is the questionnaire provided by the researcher, whose validity was confirmed by experts in the field of management and bank marketing specialists. Its reliability was obtained by Cronbach’s alpha. Data analysis has been done through confirmatory factor analyzing and structural equations. Findings of the study show that a bank may implement blue ocean strategy in four stages including: 1. Elimination (extensive marketing with pervasive media, delay in presenting services and applying specialized (technical) terms in advertising), 2. Reduction (personnel costs, inefficient actions, monitoring costs), 3. Increasing (facility in work, security in procedures, phases, and credit), 4. Creation (modern bank services, costumers' classification, and variety in services). It should be noted that these results do not generalize to state banks.

کلیدواژه‌ها [English]

  • bank services
  • Blue Ocean Strategy
  • red ocean strategies
  • services’ marketing
  • value innovation

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